Using predictive analytics, InterestBase anticipates what each specific persona, market or prospective customer is looking for when during the sales cycle. Mintigo then captures the number of prospects across all CRM, marketing automation and social media platforms that fit a persona’s definition, calling this the Total Available Market (). The following graphic shows the Mintigo Customer Intelligence Platform.

Using Predictive Analytics To Improve Ad Effectiveness

LinkedIn has over 277 million members worldwide with millions more being added every year, making it the most valuable social networking site for B2B marketing today. Mintigo has spent the last year working with LinkedIn, fine-tuning the integration of their CustomerDNA™ technology. The goal of the integration is to provide marketers buying LinkedIn ads with greater accuracy and ad effectiveness through the use of predictive analytics.

'The amount of customer activity data is exploding and the analysis tools have not kept pace with the data growth. Our mission is to increase sales success by increasing marketing success.' Said Jacob Shama, CEO and founder of customer intelligence software platform company Mintigo, which is backed by Sequoia Capital and Adams Street. Mintigo helps identify 'customer DNA' by analyzing all on line activity and creating suggested targets and segments.

What makes this integration noteworthy are the following key take-aways:

LinkedIn ads can now be more precisely targeted to prospects that have the highest probability of buying. Mintigo’s CustomerDNA™ technology captures, aggregates, analyzes and recommends back the LinkedIn ad prospects that can contribute to moving sales cycles quickly ahead.

B2B team selling on LinkedIn just got real. B2B selling is inherently a complex process. Using InterestBase in conjunction with predictive analytics, B2B marketers will be able to more efficiently use their sales teams’ time. Over time this will change the nature of B2B selling using LinkedIn ads.

Real-time analytics that report back revenue potential. Mintigo’s approach to defining revenue by level of engagement is unique and unlike any other marketing analytics technology today. Integrating LinkedIn advertising effectiveness into these workflows will lead to better LinkedIn ads both in content quality and performance. The following graphic shows an example of a Mintigo dashboard where LinkedIn ad performance will be reported.

Mintigo has never been a consulting client, and Plex Systems does not use their software today.

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